Media Means Nothing

What if consumers search the internet before purchasing a product or service?
Well, we know the answer by comparing Googles growth and revenue with traditional media companies.
So, Google is your homepage and money is allocated to SEO and SEM.

But what if social networks grow strong enough to provide more relevant answers? What if consumers simply ask their friends before purchasing a product or service?

Google’s launch of buzz and social search speaks for itself; Real-time and social data is gold. News of Facebook overtaking Google’s popularity among US internet users is another milestone to think about.

So what now?
Is Facebook then your homepage?
And how much money do you allocate to social..?